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Coca-Cola considers deal to make marjiuana-infused drinks

The Coca-Cola Company is considering a joint-venture with cannabis producer Aurora Cannabis to make beverages infused with cannabidiol, commonly referred to as CBD, the non-psychoactive chemical found in marijuana plants. Rather than make a drink that mirrors the buzz consumers get from smoking marijuana, sources say the company would like to develop a drink that will ease inflammation, pain and cramping.

So what?

The social acceptance of cannabis is growing, illustrated by how it is gradually becoming legalised in European countries and American states. As a result, it is very much a budding industry with a huge potential, so that it is unsurprising that established brands like Coca-Cola think it can light-up their stock market value.

Does this suggest that large multinationals with carefully crafted social images, like Coca-Cola, are calculating that societal attitudes towards the drug are changing? Could this partnership grant the company an edgier-look to help it appeal to new consumers? What innovations involving marijuana-infused products could crop up in the near future?